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时间:2018-10-26
《论文《央视春晚植入广告分析》摘要和目录》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、北京联合大学毕业论文摘要植入广告潮流已在国际蔓延开来,在中国植入广告发展如火如荼,目前已初步显示出巨大的经济效益,其发展前景不可估量。央视春晚作为国内收视率位居前列的电视节目,植入广告自然必不可少。由于我国植入广告发展尚处于起步期,必然会遭遇各种各样的问题。由于本人理论知识及社会阅历等方面资历较为浅薄,所以仅从一些基础层面对植入广告及央视春晚植入广告进行探究。本文主要通过对植入广告的含义、中外植入广告兴起发展状况及中国植入广告兴起发展的原因等背景情况的了解分析,借鉴诸多学者的相关研究成果,论述了植入广告的优势与劣势。在观看历年春节联欢晚会光盘的基础上
2、,归纳出央视春晚植入广告的兴起、主要表现形式及优势;分析了观众对于春晚植入广告的看法;总结春晚节目中植入广告存在的问题,提出了应对央视春晚节目中存在问题的一些对策措施。通过认清央视春晚节目中植入广告存在的问题,进而采取相应的措施完善植入广告,使其逐步走向成熟。通过中外对比,发现差距,促使中国植入广告跟上时代的步伐。总体上把握植入广告迅速发展的本质,找出影响植入广告发展水平与促进广告传播的因素,得出植入广告具有很好的发展前景,认清植入广告发展趋势,以引导中国植入广告走向健全和成熟为目标,把握未来广告的流行趋势,掌握无尽的商机。关键词:植入广告央视春晚前
3、景趋势V北京联合大学毕业论文AbstractThetideofproductplacementhavealreadyspreadintheworld,thedevelopmentofproductplacementisinfullswinginChina.Ithasinitialshowngreateconomicbenefitsanditsdevelopmentprospectsimmeasurably.CCTVSpringFestivalGalaasadomestictelevisionprogramswithhighestratings,inw
4、hichproductplacementisnaturallyessential.SincethedevelopmentofproductplacementinChinaisstillinitsearlystage,itisboundtoencountervariousproblems.Asmytheoreticalknowledgequalificationsandsocialexperiencearelesssuperficial,soIcanonlyexploreproductplacementandproductplacementintheC
5、CTVSpringFestivalGalaatthebasiclevel.Inthispaper,Mainlythroughgettingtoknowthebackgroundsuchasthemeaningofproductplacement,theriseanddevelopmentsituationofproductplacement,andthereasonsoftheriseanddevelopmentofChinaandabroadproductplacement.Drawonrelevantresearchfromotherschola
6、rs,discussesthestrengthsandweaknessesofproductplacement.BywatchingCDofpreviousCCTVSpringFestivalGala,summarizedtheriseofproductplacementintheCCTVSpringFestivalGala,themainformofperformanceandcomparativeadvantages.AnalysistheaudienceresponsetoCCTVSpringFestivalGalaimplantproduct
7、placement.SummeduptheproblemsofproductplacementintheprogramofCCTVSpringFestivalGala,andrelatedstrategiestosolvetheproblems.ByrecognizingtheproblemsofproductplacementintheprogramofCCTVSpringFestivalGala,andthentaketheappropriatemethodsimproveproductplacement,madeitmaturegraduall
8、y.BycomparingChineseandforeign-relatedcases,identifyga
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